How the explosion in social media allowed Toluna to generate the next generation of market research tools for the masses - with focus on how marcomms agencies win new business and add value to existing clients using such tools.

1. Creating real-time content from DIY research
How agencies win new business & add value to existing clients
Mark Simon, MD Global Technology Practice, Toluna
Kirsty Higgins, Head of Insight, Rapp
Online Marketing Show, 27th June 2012

2. We’ll cover…
Social media & market research landscape
Case study: Toluna.com & TolunaQuick
Real-time research in action
Case study: RAPP

3. Toluna – Market Research Enabler
Global footprint
5,000+ clients
60,000+ DIY survey users
Sunday Times Tech Track Top 30
Global market research panel
4m+ members in 39 countries
Research technology provider
Enterprise
DIY/e-commerce

4. Online behaviour changed
Source: www.digitalinspiration.com

5. Survey-taking behaviours changed
Survey-taking opportunities didn’t
Declining survey response rates
• Email overload
• Untargeted, poorly designed and lengthy surveys
• Limited time and attention
Monetary incentives not only solution...
• People looking for the next best offer – data quality?
• Social rewards make big sites work: Yahoo Answers, Wikipedia, etc.
• Financial incentives – survey completion
• Social incentives – site stickiness, traffic

6. Case Study: Toluna.com
Harnessing community traffic
Context
• Community loves to vote, share opinions and
has massive scale
• Brands and agencies need faster, more agile
market research solutions
Toluna’s aims
• Challenge low industry participation rates
• Increase member engagement
• Low cost, fast, scalable, sharable solution for
brands, PR agencies, SMEs, charities, students
• Turn votes & opinions into a nimble, ‘pay per
survey’ model

7. Case Study: Toluna.com
Harnessing community traffic
Members of the community :
Create personal profiles
Create polls and debates
Test products
View real-time poll results
Rate and follow members
Publish polls and opinions externally
Facebook Connect
Earn rewards – points and prizes
Every single vote or poll created is recorded
against member profile => richer member
portraits

8. Custom polls for instant opinions
Across 39 countries
50 to 2000 responses overnight
Over 80,000 live polls at anytime
Over 4 million participants

9. The value of Toluna.com
To our members
Social reward
Information sharing
NPD involvement
Meeting new people
9

10. The value of Toluna.com
To Brands
Brand advocacy
Co-creation
Engaged product testers
Reduce NPD cycle
1
0

11. The value of Toluna.com
To Agencies
Sense check ideas
Rapidly shortlist concepts
Feasibility checks
Add value / colour to pitches
1
1

12. Toluna.com: the results
Community, not membership
10,000 members in 1 country in 2003 to...4m+ members in 39countries in 2012
March 2009 7m votes by members
Jan 2012 45m votes
“Do you recycle to
“Will you buy the feel less guilty
new iPad? about the
environment?”
“Smokers, thinking
about quitting, if so “Do you do your
how?” weekly food shop
online?”

13. Toluna.com 2012

14. Impact of Toluna.com 2012
US Beta site March => organic member acquisition 500%+
16000
14000
12000
10000
8000
6000
4000
2000
0
February March April

15. Next step: TolunaQuick
Harnessing toluna.com traffic
Self-service platform 50k users in first 6mths
– Create 1-15 questions Users in 100+ countries
– Target demographics £1m+ in revenue
– Multiple question types
– Census rep algorithm Let’s take a look
– E-commerce / pay per click
– Speed, cost and simplicity benefits
Harnessed community traffic
– Surveys go on toluna.com
– 100-2,000 responses in hours
– See results live
– Share questions and results
– Use for FREE with your respondents

16. Guess number of interviews
completed by the end of our
session?

17. RAPP London & Toluna
The value of real time quantitative
research
June 2012

18. What we do
• RAPP is a full-service, integrated global agency
• We offer the following services in the UK:
‒ Data & CRM
‒ Creative across all channels
‒ Strategy
‒ Media buying & planning
‒ Telephone services management
‒ Experiential marketing
• We carry out research internally to bolster our
strategy and create compelling narratives for
our clients on ad hoc basis

19. Who we do it for

20. Introduction
As research has progressed over the last few years it has become
apparent to agencies, such as RAPP, that our clients increasingly
want insights about their consumers in real time
At RAPP we are always on the look out for the most innovative and
effective research techniques to fuel strategic stories for our existing
clients but also new business prospects. And quickly.
This is where Toluna comes in…

21. Our challenges
• Last minute requests from external clients and internal strategists
• Need to test creative ideas and work that is in progress quickly
• Limited budget and ad hoc requests
• Need to test big samples in a short space of time

22. Our solution – Toluna
Create Get
survey results
Launch
survey

23. A recent client example
Challenge: Research for a large bank with a very tight schedule. Test consumer attitudes
towards the offers and deal space online in the UK to inform their thinking

24. In a client situation…
…you have the ability to answer questions that are keeping
them awake at night quickly and insightfully by creating a well
thought out questionnaire, pushing it out to their consumers
using the Toluna Quick survey tool and then running analysis
on the results. This all adds to enhancing client relationships

25. A recent new business example
Challenge: Pitch to support the Alzheimer’s Society in order to develop a more sustainable
platform for generating income and establish longer-term relationships with their funders,
commissioners and commercial partners.

26. UNICEF - A pitch win!
Challenge: Pitch to create a Christmas campaign for UNICEF – we needed to understand 2
specific consumer groups’ attitudes to Christmas and also how they felt about giving to
charitable giving at this time

27. In a new business situation…
…whether a win or a loss,
the client feedback has
consistently been how
impressive it is for an
agency to carry out
quantitative research in such
a short period of time to gain
valuable insights into their
consumers and/or brand

28. TolunaQuick enables RAPP to…
• Gain consumer understanding in real time
• Build on existing client relationships by being the go-to agency for
quick turnaround, quantitative, insight and aiding organic project
growth
• Do quick dip creative ‘adcept’ testing, to fuel campaign ideas
• Feed research into all new business pitches to bolster strategy &
thinking

30. Let’s look at the survey
results

31. “Agency business is always fast moving, but developing an entire
campaign strategy in one week with camera crews filming your every
move is quite a unique experience. Since we were under immense time
pressure, we fielded a study using TolunaQuick. It is a perfect tool for
quick turnaround research needs like this!
Robert Herbst, Research Director, FKM New York on his recent
experience and the agency’s win on AMC’s ‘The Pitch:’

32. Find out more on stand A734
Any questions?